The show, sponsored by Talk Talk, achieved its highest ever rating for an opening episode of the series with the aggregated figures from ITV1 and ITV1 HD. Last year’s opening programme saw a peak of 11.7m.
The 90 minute show, featuring auditions from Glasgow and London, averaged 11.1 million viewers – a 48 % share of the audience. The viewing figure was up over a million on 2009’s opening episode, which averaged 9.9 million.
The telecoms company is inviting audiences to record a music video of themselves performing karaoke in front of a Talk Talk bright lights backdrop via a dedicated website. The best video clips will then be selected and screened as part of the company’s sponsorship idents on all The X Factor programming.
Other brands working with The X Factor include licensee Chicago Town pizza